One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it. In this presentation you'll learn how to master the 4C's of Marketing: • Communication • Convenience • Cost • Consumer and learn how you can tailor them to suit your business. Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg

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Attract More
Customers Using
the 4C’s in Your
Business
Presented by: Kimber S. Powers
Marketing Training Specialist @
VerticalResponse, A Deluxe Company

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Here’s what we’ll cover
•Common SMB acquisition/retention tactics
•Value of marketing models
•What are the 4 C’s
•Difference between 4 C’s/4 P’s
• 4 C’s examples in business

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Deluxe & VerticalResponse
The Perfect Match
 VR acquired by Deluxe Corporation in July 2013, joined
their Small Business Services Division
 Marketing professionals based in San Francisco and
Shoreview, MN offices
 2016 (and Beyond!) Webinars will target small business
owners and nonprofits
 Popular topics include websites, logos & branding, social
media and more- Now including more experts!

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Common SMB Acquisition and Retention
Tactics
• Email marketing campaigns
• Website (Lead Capture)/Blogs (SEO)
• Social media
• Direct mail
• Pay Per Click campaigns (PPC)
• Promotions
• Word of mouth marketing/referrals

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Why Marketing Models are useful to SMBs
• Define your current market and its needs
• Re-evaluate your methods
• Explore different aspects of business & marketing planning
• Opportunity to discover new potential customer bases

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4 C’s of Marketing Model

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Before the 4 C’s…. Meet The 4 P’s

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What’s the difference?
• Four Ps – Older Model
• Products replaced by
• Prices replaced by
• Place replaced by
• Promotion replaced by
• Four Cs – Newer Model
Consumers
Costs
 Convenience
Communication

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Stacking Your Deck

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4 C’s one by one - Consumer
 Sometimes called ‘Consumer Value’
 Focuses on consumer’s needs and wants
 Often features customization elements
 Benefits take prominence over features

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Big Business Example

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SMB Example

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4 C’s one by one - Costs
 Addresses consumer dilemma of limited funds and
unlimited wants
Satisfies their willingness to pay X amount against the
market
 Considers additional related costs the consumer will incur
 Opportunity to provide more for same cost (added value!)

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Big Business Example - Brita

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SMB Example - Bobble

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4 C’s one by one - Convenience
 Considers when, where and how customers want to make
purchases
Emphasizes accessibility and ease – Be their first choice!
 Explores new ways to connect with customers and
distribute products/services
Optimizes the complete customer experience

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Big Business Example – Safeway.com

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SMB Example – Instacart

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4 C’s one by one - Communication
Focuses on connecting through emotion
Allows you to listen to what the market wants
Encourages brand interaction and advocacy
Two-way communication is key!
Opportunity to build and develop relationships

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Big Business Example – Budweiser
(#Bestbuds)

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SMB Example – Harpoon’s Craft Brewery
(#TheLongThaw)

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Summary
 Marketing tools add value to your overall
business strategy
 4 C’s model is about the customer
 Consider how you can incorporate each
element individually
 Inspiration comes from all spectrums of
business

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Resources
Business Bee -
http://www.businessbee.com/resources/marketing/4cs-
marketing-model-good-business/
Get Busy media - http://www.getbusymedia.com/the-4-ps-
and-4-cs-of-the-marketing-mix/
Mind Tools – Marketing Strategy Ideas
http://www.mindtools.com/pages/main/newMN_STR.htm

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Upcoming Webinars
•Jan 26 – Subject Line Savvy
•Jan 28 – Social Media Marketing for Your Small
Business
•Feb 3 – Creating a Successful Email
•Feb 11 – Define Your WOW! Factor – Creating an
Unforgettable Brand